The term they use for that is the "heel." Sha'Carri is a T&F heel.
Without results, she's just comedy at this point. If she does actually win some big races, you can get quite a bit of fame-building notoriety by being the heel.
Ronda Rousey is still female MMA's biggest star from a money-making standpoint, because there was a time when she was both very successful and someone people loved to hate. She was beaten like a drum by Amanda Nunes, who is twice the fighter she ever was, but a tenth of the star.